Surge in Adventure Tourism: Four Big Trends in 2024

2023 GetYourGuide London Jack the Ripper Guided Walking Tour

Skift Take

New data shows that experiences are the leading factor when choosing a destination.

The latest consumer spending data from GetYourGuide reveals a surge in demand for unique travel experiences and activities that align with personal passions.

The report analyzes booking data from millions of travelers and highlights a significant shift in travel priorities. Here are the key takeaways:

Experiences Rule

Travelers are prioritizing experiences over traditional sightseeing. Nearly all travelers (90%) plan to spend the same or more on activities in 2024, and experiences are now the leading factor when choosing a destination (reported by 98% of travelers). 

Passion Drives Destinations

The hottest travel destinations are no longer just about iconic landmarks. Cities like Fajardo, Puerto Rico (up 419% in bookings by American travelers) and Hoi An, Vietnam (up 284% globally) are experiencing a boom, likely due to their unique cultural offerings and adventure opportunities.

Globally Inspired

Travelers are venturing beyond the usual suspects. This year’s top trending tours include the Sagrada Familia in Barcelona, kayaking through El Yunque Rainforest in Puerto Rico, and even a hot air balloon ride over Interlaken, Switzerland.

The Rise of the Explorer 

GetYourGuide identifies a new breed of traveler – the “Explorer” – who spends more on experiences, takes longer trips, and travels more frequently. These high-value vacationers are fueling the experience economy.

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